Miami Beach "Ascends" To Fire Island

News release:

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City of Miami Beach Brings Fun, Cabanas and 25/7 Lifestyle to World-Class Ascension Beach Party

The weekend of August 17-19, the City of Miami Beach joined 3,500 fun-and-sun seekers at Ascension, the world-renowned gay and lesbian daytime beach party at Fire Island Pines benefiting the National Gay and Lesbian Task Force.

Guests were introduced to the “Miami Beach 25/7” lifestyle Friday with a VIP reception, where they were treated to beach party necessities such as branded energy drinks, beach backpacks, paddle ball sets, sunscreen sprays and more. On Saturday, guests at the bayside pool party were greeted with Miami Beach “Loves You Back” banners and complimentary sunscreen pens, which fit conveniently onto the waist of guests’ Speedos. For the main event on Sunday, the city hosted a luxury cabana, featuring an open bar with “eye candy” to complement the drinks (three males models painted with “25/7” tattoos to be specific), as well as additional giveaways, including a raffle for a weekend getaway to the Delano in Miami Beach, won by Giovanni Maramante of Jersey City.

Throughout the weekend, the mood literally continued to pulse during Low Tea, as DJs spun the City’s new theme song “Miami Beach 25/7,” a Latin/Pop dance anthem sung by rising heartthrob and South Florida native Jencarlos.

Miami Beach built up momentum with “Miami Beach Loves You Back” promotional merchandise house drops leading up to Ascension weekend.

Miami Beach’s presence at Fire Island was part of a new marketing campaign rolled out this summer, spanning into fall. The new “Miami Beach 25/7” tagline promises there’s so much to do that visitors, businesses and residents need an extra hour each day to fully capitalize on the city’s many opportunities and attractions. At the centerpiece of the campaign is a series of guerilla marketing initiatives designed to reach to reach specific, niche-market audiences with targeted messaging about the city.

As affluent gay and lesbian travelers are an important demographic to Miami Beach, the city wanted to reach them in Fire Island to provide a glimpse of its year-round summer lifestyle to look forward to come the winter and “shoulder” months, as well as the culture, fine dining, retail, and nightlife of a true travel destination.